Steve Stoute has announced the release of his upcoming book The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy.

The book, publishing on September 8th through Gotham Books, focuses on how Hip Hop has changed the economic terrain in terms of marketing. Instead of looking at consumers by race, age or gender, he looks at how they develop the sme “mental complexion” through shared experiences.

Aside from his foray into publishing, Stoute is also business partners in Jay-Z with their advertising company Translation LLC.

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